Real Estate Marketing (Revised Second Edition)

Author: Ye Jianping
Publisher:
Publish Date: 2006-05-01
Features: The real estate industry in China is both ancient and young. Although the modern real estate industry in China has only emerged in the past two decades, its development has been rapid. This book is part of the "Real Estate Management and Operation Series," explaining concepts such as real estate marketing, market research, market positioning, marketing strategies, sales execution, and post-marketing strategies. It also draws on the development characteristics of mature foreign real estate markets while incorporating China's practical conditions to explore the laws and trends of real estate operations in China. The book is rich in content and well-structured, making it a valuable reference for real estate professionals. Real estate marketing is a developer's conscious behavior to fully and comprehensively adapt to or even lead market demand, generally consisting of processes such as market research, market positioning, strategy formulation, strategy execution, and adjustments. In recent years, as the industry has matured, some enterprises have begun practicing post-marketing in real estate, which has also become an integral part of the real estate marketing process. This book, based on the realities of China's real estate market, takes the actual operations and sequence of the entire real estate marketing process as its main thread, supplemented by case studies for illustration. The book is comprehensive in content, with theory closely tied to practice and strong operability, making it highly practical for guiding real estate marketing efforts.